John Boccuzzi, Jr.

Kroger Looks for Beautiful Results from Store Brand

August 19, 2010

FROM RETAILWIRE:
It's no secret to anyone who knows the food, drug and mass trades that when it comes to health and beauty care, private label brands have done pretty well in the H area, but not so great on the BC end. Are consumers more willing to try private label health and beauty care items today than they have been in the past?      [more...]

Even with consumers being more willing to try Private Label brands, Kroger should seek out promotions that help them build trial even if that means co-promoting with National Brands--Read more about this approach in Keith Lincoln and Lars Thomassen's book, Private Label - Turning the retail brand threat into your biggest opportunity. Specifically chapter 21.

What is most attractive about the mirra brand is Kroger's opportunity to create a destination brand. With cosmetics having such a tough barrier to entry, once they win a cosmetic consumer with the mirra brand, it will be hard for Walmart and other competitors to pull them away.